Design Strategy / Business Rethink - How to communicate

29 Aug 2009 - 10:52pm
4 years ago
2 replies
192 reads
Dave Malouf
2005

I have found that doing video scenarios are very effective for this
type of high level design communication. Doing video prototypes are
relatively easy to do on a budget (time & cash). and b/c they are
mostly smoke & mirrors you can be very futuristic. Like concept car
design itself the goal is to set a vision and not be precise on
features. the features are props to tell the bigger story, so don't
let them distract.

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Posted from the new ixda.org
http://www.ixda.org/discuss?post=45175

Comments

30 Aug 2009 - 1:06pm
aaron harmon
2009

I have found that the following outline can help convince business
people:

First, start by laying out the business goals for the product. Then
show what the current metrics are (if they're not meeting their
goals, then it means they likely need to change something.).

Second, create a two column table. In the left column, show the
current user. In the right, show the user that research suggests you
design four.

Third, lay out what you'd recommend change from a design
perspective, the estimated cost, and the estimated impact to business
metrics. If you know of a specific budget for your effort, try and
fit what ever your suggesting into that budget. Also, staying high
level can help - maybe a few A | B tests would help more than a total
redesign.

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Posted from the new ixda.org
http://www.ixda.org/discuss?post=45175

31 Aug 2009 - 1:52pm
Paul Bryan
2008

You mentioned design research. What is the nature of that data, i.e.
customer interviews, user testing, surveys, ethnographic data, web
analytics?

One artifact we've used successfully at the stage you mention are
current state/future state scenarios. We use stock photos (veer
marketplace or bigstockphotos.com are very cheap) to tell the story,
and maybe a few lifestyle-oriented flows to illustrate needs and goal
attainment. I can't post artifacts because of IP restrictions, but
they're straightforward. We don't design on spec, because that's a
slippery slope.

Where possible, we add statistics in the sidebar to justify design
strategy recommendations. E.g. to recommend addition of a single
woman homeowner persona, we add whatever primary or secondary data we
have to support that perspective: "Single women now represent the
fasting growing component of home buyers in the United States. A
Harvard University study showed that single women were responsible
for 30 percent of total homeowner growth ...."

Paul Bryan
Director, User Research and Design Strategy
Usography Corporation
Linked In: www.linkedin.com/in/uxexperts

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Posted from the new ixda.org
http://www.ixda.org/discuss?post=45175

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